tide

PRODUCT
TEARDOWN
Delivered by
Team Crazy Consultants
 Problem Overview
“Enhancing User Experience for Tide”
Problem Breakdown Opportunities Competitors

Primary focus on Minimize friction Reduce time-to- Encourages repeat Empowering

Business Loans in the loan approval usage and Small and
and Loan Against application Expansion in the Strategic User Retention &
through an intuitive engagement with Medium
Property process. Indian SME Market Partnerships Engagement
flow the platform Enterprises

Company overview
Goals
“Let’s Grow Your Business Together”
Tide is a fintech platform providing digital banking and business loans for SMEs. It simplifies financial management
with an intuitive user experience.

2015

Empower
Onboard 1
500,000 Women Expand financial
Million SMEs by
Founded 11% market Entrepreneurs by access with
1,800+ employees 650,000 SMEs 350,000 SMEs 1+ million app the end of 2025
in 2015 share in the UK 2027 digital solutions.
globally in the UK in India downloads in
India

Why solve this problem?

Key Features

Business Expense Invoice Bill QR Code Streamlining Improving Approval Enhancing User Competitive
Loans
Accounts Cards Generation Payments Payments Access to & Disbursement Trust & Differentiation
Business Credit Speed Engagement in Fintech

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Market Analysis
Expectation Expectation

22% ₹2.214 ₹10.66 31% ₹1.197 ₹4.539

CAGR lakh Cr lakh Cr CAGR lakh Cr lakh Cr
Key Numbers

Digital Lending 2022 2030 Indian Fintech 2022 2030

Market Size in India Market Size in India

Number of Loans Disbursed by FinTechs from FY21 to FY24 grew from

81%
18%
The MSME loan

43%
Loan Disbursements

portfolio in
CAGR 1.72 crore 10.19 crore India grew by
by FinTechs

CAGR
reaching
by March 2024
₹64.1 lakh Cr
Value of Loans Disbursed by FinTechs from FY21 to FY24 increased from
46% Business Loan
with loans provided to
entities having a credit
CAGR 0.47 lakh Cr 1.46 lakh Cr borrowing in India exposure of up to ₹50 crore.

Regulatory Environment Tech in Lending

RBI Guidelines Data Protection Third-Party Regulation Cooling-Off Period AI Insights Blockchain Security Cloud Scalability

AI improves credit Blockchain ensures Cloud supports rapid

Only RBI-regulated Borrowers must Loans must be Borrowers can exit loans
scoring and risk secure, transparent scaling and cost-effective
entities can lend with consent to data access, disbursed directly, penalty-free during a
assessment transactions lending operations
transparency ensuring privacy with LSP due diligence cooling-off period

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Competitor Analysis
Paisabazaar MyMoneyMantra Bajaj Finserv IndiaLends BankBazaar
Offerings

Personal loans, home

Product

Personal loans, home Personal loans, home loans, Personal loans, credit Personal loans, credit
loans, loans against
loans, business loans, business loans, insurance, cards, gold loans, cards, home loans, car
property, business loans,
credit cards. investments. business loans. loans, insurance.
credit cards.
Approval

Algorithm-based Streamlined digital

Process

Real-time application Digitized application

Loan

platform for quick loan process with instant Instant approvals with a
processing with multiple process for quick
approvals, often within approvals for existing focus on credit profiling.
lenders. approvals.
hours. customers.
Experience
Customer

User-friendly interface Personalized loan Real-time credit score

Integrated app with Free credit reports and
with comprehensive assistance from loan updates and personalized
multiple financial services. personalized loan offers.
comparison tools. specialists. recommendations.

Established network of
Strengths

Partnerships with top banks and NBFCs, Strong lender Comprehensive product
Quick disbursals, diverse
banks and NBFCs, fast comprehensive partnerships, robust offerings, strong
product portfolio.
disbursals comparison tools. credit assessment tools. partnerships.
Weaknesses

May face competition

Limited focus on niche Less emphasis on High competition in the Less focus on niche
from more established
lending products. digital-only processes. financial services sector. lending products.
brands

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 User Persona

Rajesh is a confident and goal- Arjun is a driven and innovative Priya Sharma is adaptable, and
oriented entrepreneur. He is entrepreneur. Despite the resilient entrepreneur. She
adaptable and focused on challenges of securing funding as balances her business with family
expanding his business through a young startup, he remains responsibilities. Despite challenges,
strategic investments and optimistic and determined to grow Priya remains determined to
efficient operations. his business. expand and make a positive impact.

Name: Rajesh Kumar Name: Arjun Mehta Name: Priya Sharma

Age: 38 Age: 28 Age: 32
Location: Delhi Location: Bangalore Location: Mumbai
Years in Business: 4 Years in Business: 1 Years in Business: 2
Business Type: Small-scale manufacturing unit Business Type: AI Tech startup Business Type: Handmade fashion accessories
PAIN POINTS PAIN POINTS PAIN POINTS

Online platforms demanding lengthy documents Limited knowledge of government schemes and
High interest rates offered by lenders
which can be time-consuming other support programs

Difficulty in managing EMI and wants flexible Lack on instant loan facilities which leads to Lack of collateral, as property is often
payments delay in crucial operations registered in male family members' names

GOALS GOALS GOALS

Easier comparisons between lenders Instant loans with quick disbursal

Access specialized loan products designed to
Transparent terms with no hidden charges or fees. Finding lendors which can provide cheap loans support women entrepreneurs
to startups
Flexible repayment schedules aligned with cash Getting collateral free or unsecured loans
Minimum collateral requirements
flow cycles and its management

zomato

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Key Challenges

Awareness and Loan Utilization Ongoing

Credit Assessment
Consideration and Repayment Engagement

Users face information Traditional credit Rapid growth strains

Digital frauds pose a
asymmetry, making it models exclude those operational
risk, requiring robust
hard to choose a without formal credit capabilities, causing
security measures.
platform. histories. delays.

Application Loan Approval Post-Repayment

Process and Disbursal and Retention
Complex forms and Quick approvals may Data privacy concerns
unclear documentation lead to unfavorable erode trust if not
frustrate users. loan terms. addressed.

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Key Features

Auto-fill from last session

User will be given the option to auto-fill all their personal, business
details, directors & shareholders and documents from the last session
within one month. The user will just need complete the KYC process for
identity verification purpose.
Bank Statements upload
Auto-fetch details Streamlining via OneMoney
Introducing the “Auto-fetch details” feature Linking the “Bank Statement Upload” task
for loan applicants which allows them to via OneMoney, an RBI-approved Account
auto-fill their personal details as per their Aggregator (AA) that securely transfers
PAN card from the credit bureau. bank statements without needing the user
This will save time as well as smooth out the to upload them manually thereby saving
form filling process. time and increasing efficiency.
Optimizing Efficient

CHALLENGES
Financial Knowledge Women Empowerment
RESOLVED

Credit Score & Loan Calculator Customer Engagement Nari Shakti Loans
User can check their credit score without Introducing “Nari Shakti Loans” to empower
having any effect on it. They can also see women entrepreneurs by providing them
their full credit report as well as the collateral-free, lower interest loans as well
factors affecting their credit score. as including the loan schemes introduced
Users can also calculate EMI as well as by govt. for their well-being. This will give
compare EMIs of two loans. Carousel feature women more financial independence.

Introducing a “Carousel” on the top of the home screen allowing users

to see the latest updates , offers and services and interact much more
with the app eventually increasing conversion rate.

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Home Screen and Carousel Feature

Allowing user to
Carousel Feature check their credit
score through the
carousel feature
The ‘Carousel’ feature introduction can itself, increasing
allow users to quickly discover the loan awareness of
offering provided by Tide they may not their financial
have known about. health.

It also serves as an effective platform for

promoting new products, offers, and
features.
The ‘Add Money’
tab will have the
options of UPI,
User also has the options of major Net Banking&
features on the landing page of the app Loan.
like, Add Money, UPI and Cards.

User Flow Success Metrics

The user discovers the User also sees the option The user clicks on the ‘Add
lending feature via Tide's to see their updated credit Money’ tab to add funds to Carousel Loan
Credit Score Click- "Add Money" Tab
eye-catching carousel. score through the carousel. their account using a loan. Engagement Application
Through Rate (CTR) Conversion Rate
Rate Start Rate

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Support Nari Shakti Loans

How are these loans are different?

Womenpreneurs Interest

Tailored specifically for Government provides

women entrepreneurs loans at low interest rate
with flexible repayment for women especially in
options and reduced Tier 1,2,3
documentation

Support

Includes additional
support like mentorship
programs, credit
application training, and
access to Tide’s
financial ecosystem.

User Flow User Flow

User has some doubts

He can also access the chat bot The customer can also read
regarding the loan policies so A female user She can now explore all the
feature and call our customer testimonials of other
he scrolls down to the FAQ clicks the Nari loans which are specifically
service if needed businesses
section Shakti button catered for womenpreneurs

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Credit Score Loan Calculator

User can compare two different

loans together
User Flow User Flow
Users can see factors affecting
their credit score

Users can also see

their full report
User can see his User fills his User clicks on User clicks on User fills all the User then clicks on compare
credit score PAN details check again Calculate Now columns about the loan and adds fields of other loan

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Loan Requirements

A landing page
to increase the The Progress
user's Bar will
trustworthiness display the
right before step the user
applying for a is on while
loan applying for
a loan to
help them
track their
progress
during the
Adding small application
icons beside the process.
options to make
the selection
more user-
friendly and to
make the page
more attractive
Technical Flow and interactive

User Flow Success Metrics

Content Loan
Loan
Management Application
Options API
System Form Render

User clicks on ‘Business User sees a quick intro and User fills the loan ‘Business Loans’ ‘Apply Now’
Loans’ under the loans description of the loan and requirement details and Section Click- Button
Save Form Data to Input section to apply for a loan. click on ‘Apply Now’ clicks on ‘Next’ Through Rate Conversion Rate
Temporary Storage Validation

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Business Details
Technical Flow

Render Validate Fetch Options

Form UI Input Locally via API

Submit All Data If Registered → Fetch List

to Database of Registered Companies

If Not Registered →
Loan Eligibility
Enable Manual Entry
Engine
Field

User Flow

If his company is Select name from

already registered registered companies
User is then User fills their User then has to fill
redirected to employment type his other business User fills all the details
Business details and clicks on “Next” details If his company is Manually type and clicks on “Next”
not registered company name

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Business Details Personal Details

Technical Flow

Trigger Auto-
Fetch Window

Validate Input
Locally

Fetch User Details

Using PAN

Enable Input
The auto-fill feature saves time by filling all Fields for Manual
Technical Flow personal details according to PAN Data Entry
Company Type &
User Flow
Industry Type Nature of Business Sub-Industry Type
Selection Selection Options Rendered Ownership of Business
Residence Selection

Fetch Industry Fetch Dependent Dynamic API Call

User is then User is presented User can fill his name and
Options via API Options via API (Based on Nature
redirected to with an overlay of PAN card to auto fill his
(Based on Industry of Business). Render Static
Type). Options “Personal details” “auto-fetch” window details or type manually

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Personal Details (KYC)
Technical Flow

Render KYC Form Validate Inputs

UI via Aadhaar API

Match Selfie with Enable Camera

Aadhaar Photo via Access for
Face Recognition Liveness Detection
API

Render Finalize KYC Status

Confirmation UI and Save Data to
Database

Accessing Aadhaar Card & PAN card digitally will automatically serve as Proof of Identity and Proof of Residence Success Metrics

User Flow

User is then User is then User

User fills his Aadhaar User is then
redirected to “Meri User takes redirected to a selects
number and Digi Pin instructed to
Pehchaan” for his selfie page where he can “Yes, it’s
take a selfie Correct Selfie Rate of
completing KYC confirm his KYC me”
rate pressing “No”

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Directors & Shareholders Documents

List of documents
List of fields asked
asked from the user:
from the user:
1. Bank Statements
1. Name
2. GSTIN
2. DOB
3. ITR
3. Phone number
4. Balance Sheet
4. Percentage of
Control 5. P & L accounts
5. PAN 6. AoA

7. MoA

Lenders generally use

Directors &
Stakeholders’ details
to check their credit
history and cross-
check their identities
with the MoA & AoA to
evaluate the
legitimacy of business

User Flow User Flow

User click on “Skip” User clicks on “Skip”

User is then redirected User is then User can skip or

Users adds details of all Users starts adding his
to “Directors & User clicks on “Tap redirected to complete this
his shareholders and details
shareholders” to Add details” “Documents” process
clicks on “Next”

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Documents
Technical Flow

Bank choice API call to

stored in OneMoney to
database initiate OTP

API call to confirm OTP sent to

OTP from database registered number

OneMoney OneMoney transfers

fetches bank fetched data to Tide
statements using secured API
calls

If user has used Tide Card for all the business expenses, he can directly select Tide card OneMoney is an RBI-approved Account Aggregator (AA) that securely transfers bank statements.

User Flow

User clicks on User is then User fills the OTP and the
User reads all the points User gets an OTP on his
“Connect with One redirected to a User selects his bank bank statements are
and clicks on “Continue” registered number
Money” consent page uploaded automatically

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Loans offered
Technical Flow

User can
also
compare
the
chances Tide stores all the Transfer the details
of details and documents and data to Banks &
approval in database NBFCs via API

Redirected to Loan Options

website retrieval
User can see
additional
details like:
“100%
online
process”, Transmitting render e-Mandate
“No Data to website registration form UI
paperwork” , from database
“secured/uns using API
ecured” etc.

User can also use his Tide card for e-Mandate

User Flow

User is redirected User can compare all User fills his Tide card
User selects SBI offer User fills additional User is then redirected to
to the “Offered the offers details under debit card
details on its website the e-Mandate process
loans page” and clicks on “Next”

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 E-Mandate
Technical Flow

Tide generates
HSP and stores it
in database

HSP sent to
registered mobile
number

entered OTP
validated with
database using API

High Security Password Card Details Card Validation Success e-Mandate confirmation e-Mandate successful
entered bank
details validated
User Flow with tide’s card
database

A high security password User fills his User enters his API request to
The e-Mandate User is redirected to a User clicks on
is sent to the user’s password and clicks card details register the e-
is successful confirmation page “accept”
registered phone number on “Next” Mandate to NPCI

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Loan Approval

User can
also see his
previous
applications
that he left
in between

User Flow

User is User is redirected User can see that his recent loan
User is redirected to User is then shown all User clicks on User clicks on
redirected to to “Track application is under processing
the e-Mandate details of his loan “Accept & “Got it”
Loan Approval Applications”
successful page Continue”
page page

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Funds Disbursement
Technical Flow

Bank server sends

API request to tide
to notify
disbursement
The user is asked to verify if his
loan amount is disbursed or not

If the user has not received the

funds yet, he can clicks on Contact Tide generates
Funds Unlocked 🔓 push notification
Your loan of ₹7,00,000 has been
successfully transferred to your
account. Time to make your plans a
🚀💸
reality!

Push notification
delivered
Loan amount can be seen under
transactions

User clicks on
confirm
User Flow

API request back

User is redirected User then checks to the bank with
User receives a Use clicks on the User then
to the “track his account if the user’s
notification on his notification confirms the
applications” the fund is confirmation
phone payment
page received

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Active Loan Details

User Flow

User clicks on
“active loans”

User can
briefly see all
his loans

User clicks on
“Pay”

User can pay

securely and also
User can see all his active loans User can see his monthly payment schedule see his repayment
User can pay his loans manually
and also future payments schedule

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Repeat Borrower Experience

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Repeat Borrower Experience

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Repeat Borrower Experience

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Repeat Borrower Experience

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
 Additional features

These notifications
These notifications can be used to
can be used to alert users for
catch users loans on their left-
Don't Panic! We've Got Loans Money Rush Hour
attention 💸
₹10,00,000 instant Business loan - 💸
₹1,00,000 Loan Pre-Approved - Get
off applications to
Get Insta Business Loans up to ₹10
🚀
Lakhs from Tide.
upto 10 Lakhs business loan credited
in your bank account 🤑 encourage
🚶➡️Hassle-Free Journey in 4 simple Submit basic details and get instant
returning
steps. approval 🚀
💯100% Online process
📝Minimum Documentation T&C apply
🤑Faster Disbursal
💰Lowest Interest Rates Hurry up!! Limited Period Offer
🤩Flexible Repayment Options

Overview Market Analysis Competitor User Persona Challenges Key Features Wireframes
Thank
You
Delivered by
Team Crazy Consultants
Sneha
Kartik Bisht